Lancia Dedra

The Prisma’s replacement, the Dedra was slotted into Lancia’s range between the large, executive Thema and the sprightly Delta hatchback. It was launched in 1989 during something of a sales heyday for the marque. The Delta had gained a second wind thanks to its WRC dominance and both the executive Thema and the diminutive Y10 had just been treated to a styling refresh. Fiat’s world domination plans around this time were to segment different markets with their newly acquired holy trinity of Alfa Romeo and Lancia alongside their own brand. The Dedra was the first to be launched in this particular platform sharing campaign (offering an unusually high degree of luxury and refinement for the mid-sized saloon niche) then came the affordable and spacious Fiat Tempra in 1990 and, finally, in 1992 the Alfa Romeo 155 finished the trilogy with its sporting prowess. Although in its home market the Dedra was successful right up until its demise in 1999 (418,084 were built), the UK market never quite gelled with it, killing it off early in 1994.